Daily Minute Master Series – December 4, 2019
Social Media
Twitter Expands Access to Brand Survey Tools to Help Brands Understand Ad Effectiveness
“We’ve developed a proprietary Creative Attribution model to identify the Promoted Tweet or In-Stream Video Ad responsible for high and low brand lift, which helps marketers hone their creative strategy for the future. Additionally, marketers can learn how the frequency of their ad exposure affects brand metrics or understand the lift in message association for their brand and its competitors (hint: if there’s a lift for your competitor, perhaps the creative and messaging is not differentiated enough).”
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TikTok Continues to Refine Content Policies in Response to Various Concerns
Yes, TikTok seems like the next big thing, the next major social media platform moving into the mainstream, and yes, there definitely, on the surface, seems like a lot of marketing opportunity in the short video platform, particularly in regards to connecting with younger audiences. But questions still remain around the platform’s various content moderation and policy approaches, with two new issues arising this week which point to concerns within the app’s process.
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Marketing
How Deep Learning Can Reduce Bias In Advertising
The problem that many marketers currently face is that they rely on third-party platforms to determine who their ad is shown to. For example, while advertising platforms like Facebook allow marketers to roughly sketch out their target audience, it is ultimately up to the algorithm itself to identify the exact users who will see the ad. To put it another way, a company might put out an ad that is not targeted to a specific age group, ethnicity, or gender, and still find that certain groups are more likely to see their ads than others.
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ListenFirst Provides Branded Content Reporting Across Multiple Social Platforms
There are numerous tools to help marketers keep tabs on their own influencer and branded content performance analytics, but finding cross-platform competitor data can difficult. ListenFirst is giving brands — and media companies — cross-channel analytics to determine benchmarks for branded content partnerships so that they can compare their performance against other industry sponsorships. “By understanding how media, advertisers and their social media offerings perform across every industry, our sales team can better prospect and capitalize on sponsorships,” said AT&T’s VP of Revenue and Strategy for Original Content Gerryann Agovino. The VP reported ListenFirst’s Branded Content Analysis platform offered her team a new layer of intelligence that helped tailor their sales strategies.
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